Our research reinforced the fact that there is not just one, monolithic Africa. Rather, the continent is a collection of many different countries, markets, and consumers with sometimes similar aspirations but often different and specific needs.

Stefano Niavas

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Stefano Niavas came to The Boston Consulting Group in 2001 and was based first in the firm’s Paris office and then in its New York office. He is also a member of the firm’s Consumer, Global Advantage and Marketing, Sales & Pricing practices. At BCG, Stefano has worked primarily in consumer goods, focusing on retail, packaged goods, media, and airlines in Western Europe, North America, and Africa.

Stefano is an expert in the fields of African consumer insights and globalization. He is a coauthor of the highly respected BCG report, “Winning in Africa.” He leads BCG's Africa Center for Customer Insight, which develops proprietary insights, data, and methodologies for understanding consumers in the "many Africas."

His projects have included, among many others, developing the Africa strategy for a global food-and-snack player, building the entry strategy in Egypt for the packaged-food sector of a major fast-moving consumer-goods player, and revising a strategy to regain share in a major market while establishing deep-market and consumer understanding for a cosmetics company.

Stefano also has led a worldwide media group through the assessment of the impact key trends have on the music industry.

Areas of Expertise

Store operations

Cost of goods sold

Go-to-market in Emerging Markets

African consumers

Market research and customer insight

Globalization strategies

Education

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